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Final Group Presentation

Whole Concept Research: Zumbo

Zumbo is an up-market luxury brand of quirky modern baked goods. The overall theme of the brand is that it is unique, fun, exciting, and stylish. These ideas are first reflected in the product itself. A lot of care has been put into making the deserts stand out in presentation. The design of the store display and packaging around these deserts is to emphasise their interesting presentation and keep the food as the centre of focus for customers. The store uses clean glass casing and a lot of lighting on the product to make it stand out. The display cases are classy, clean, and somewhat reflective, which ensures that the brand keeps its feeling of prestige rather than looking cheap and gimmicky. The colour in the designs comes from the food itself and from signs and advertisements. The LED sign used to draw customers in is the word "Zumbo" in glowing bubblegum pink in a stylish swirly font.

The packaging sticks well to the theme imposed by the store presentation and the brand idea. Cakes from Zumbo come in a nice white printed card box with "adrianozumbo" written along the bottom of the top face, using only black and bubblegum pink. The colour highlight stands out well on the black and white motif and gives the brand a prestigious feel while adding the suggestion of quirk. Both the design of the packaging and the in-store display fit together appropriately to form a harmonious image of Zumbo that fits with the concept of the store.

People would pay more for this brand because it is under the prestigious name of Adriano Zumbo and they want to experience luxury designer culture. Even if they haven't heard of Adriano Zumbo, it is evident from the packaging that he is someone important, and the packaging and store experience immediately projects a stylish upperclass image on the merchandise. The brand design for Zumbo lives up to the promise of his name and supports the customer experience.